Saturday, July 6, 2019

The Dynamic Nature of the Import Automobile Market in the U.S., 1963-74

1963 Toyota Crown

1969 Toyota Corona

1974 Toyota Corolla

The American Automobile Industry experienced several historic inflection points between the middle of the 1960s and the end of the 1970s. One happened in the mid-1960s when government took on the role of regulator, both in terms of emissions and and safety. Another took place at the end of the 1960s when consumers decidedly began to prefer foreign cars, a shift anticipated between 1958 and 1960 but then evaporated to a degree after the Detroit import fighters entered the marketplace (Corvair, Falcon, Valiant). Foreign cars were attractive because they were different; often innovative with front drive and rear engine configurations; and finally they were not often subject to planned obsolescence.   A third inflection point and certainly a most significant one took place beginning in October, 1973, with Oil Shock I. And then the second Oil Shock in 1979-80 catalyzed a new order in the global  automotive business.

Note the table below, and the impact that Oil Shock I had on the import market. Everyone lost, but some were far bigger losers than others.  VW sales had flattened before late 1973, the consequence of too much air cooled Beetle and not enough new product lines. Opel, Volvo, British Leyland,  and Mercedes-Benz also experienced little growth at the end of the era, but M-B would emerge with a true niche luxury brand, as exemplified by the 450 SL that was so popular in California. And Japan, despite a modest 1974 decline, was rising fast on the scene (except note the conspicuous absence of Honda).




Import U.S. Sales by years, 1962-1972 (includes cars, tourist deliveries, trucks)

Mfr.
1974
1973
1972
1968
1963
VW
336,257
480,602
491,742
427,694
278,549
Toyota
269,376
326,844
311,770
130,044
1,096
Datsun
245,273
319,007
268,666
---
---
Capri
75,260
113,069
91,995
---
---
Opel
59,279
68,400
69,407
84,680
176
British Leyland
54,870
65,948
68,641
58,616
55,776
Mazda
75,709
119,004
62,818
----
---
Fiat
72,129
58,447
58,375
30,521
---
Volvo
53,043
60,761
57,772
38,826
14,188
M-B
38,826
42,405
41,998
24,553
11,204

1963 VW Beetle

1974 Beetle -- the elegant simplicity is lost, as mandated bumpers, emissions and safety add-ons  weigh this car down


1963 Opel Kadett
1973 Opel Manta

1973 Opel GT
1965 Fiat 500 F




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